Fundraising's freshest thinkers take on the sector's toughest topics

By Margaret Battistelli Gardner

For example, if a rescue mission’s branding focuses on giving hope to the poor instead of feeding hungry people or if a wildlife group’s branding focuses on the science of social warming instead of saving fuzzy animals. Donors care about those things. They just don’t care enough to give. So what happens is your branding is undermining your fundraising, and if your organization’s brand undermines your fundraising messages, you’ve got to change your branding. Otherwise you’ll have great awareness of a bankrupt organization.